Nicola MendelsohnVP EMEA, Facebook

1 % D O N E : B U I L D I N G A C O L L A B O R AT I V E F U T U R E F O R M O B I L E

Can you do a static Jetsons slide here as the video will be too distracting to play the whole time

80%

0%

40%

60%

50%

1962 1964 1966 1968 1970 1972 1974 19761963 1965 1967 1969 1971 1973 1975 1977 1978

Colour TV take over

Jetsons launch

% o

f col

our T

V’s

in h

ouse

s

Colour TV overtaking black and white: Television History, The First 75 Years

Source: KPCB, ‘Internet Trends Report’, May 2016

% of Time Spent in Media vs % of Advertising Spending

25%Time spent 12%

Ad spend

P E O P L E A R E M O V I N G F A S T E R T H A N B U S I N E S S E S

VR/AR

Text

Photos

Videos“Wow, Amsterdam

is so beautiful!”

5x longerlooking at video than static content across Facebook and Instagram.

People spend

Kantar Media, Video in Mobile Feed (Facebook IQ-commissioned research), September 2016

O N - T H E - G OL E A N

F O R W A R DL E A NB A C K

This is divine - I could watch all day...

Totally watching this again

The best 10 mins so far today -thank you xxx

Gorgeous - I love it. Thnx Tommy

ON- T HE - GO1

VI DE O

L E AN BACK3

L I VE

L E AN FORWARD2

CANVAS

Community growth

2017

700m

600m2016

500m

400m2015

300m2014

200m

2013

150m

2012

80m

201110m

20101m

Instagram Stories

Source: Instagram Internal Data, April 2017.

Instagrammers now use stories every day

200m+

2increase in ad recall33pt

increase in product awareness+6pt

people reached6m

mobile

Think should be be someone watching tv and mobile at the same time, rather than tv on mobile

20%

0%

5%

15%

10% % o

f wat

cher

s act

ive

0 20 40 60 80

minutes of show

We analyzed the season premiere of a very popular cable television show. In a survey of 537 people who said they were watching the show, their usage of FB went up at EVERY commercial break.

Commercial Show Pre/post show

20%

0%

5%

15%

10% % o

f wat

cher

s act

ive

0 20 40 60 80

minutes of show

We also looked at the Facebook activity of the 1779 people that responded to the survey that they did not watch the show. The figure below shows no discernible difference in activity during the commercial breaks.

Commercial Show Pre/post show

BusinessOutcomes

incremental reach alongside TV10%

lift in campaign awareness on top of TV27%

T H E C O M M O N D E N O M I N A T O R I S P E O P L E

TVCTR

GRP

Desktop

MobileCPM

In-AppCPA

Measuring the wrong metrics costs advertisers more

50% 25% 15% 10%

1x cost 1.7x cost 2.5x cost 4.9x cost

Less clicky More clickyUSER CLICKINESS

5.1xmore expensive than the 50% of users that

are least clicky

CLICKY USERS ARE

Source: Facebook Marketing Science, internal data, Mobile News Feed, UK, France, Spain, Germany and Italy, for the first 28 days of April 2017

Cookies alone distort results

Source: 1: Atlas Internal Data, May, 2016; 2: Nielsen UK Digital Ad Ratings through September, 2016;

overstatement of reach158%

accuracy in broad age and gender targeting254%

understatement of frequency1135%

Note: “Higher mobile” is defined as campaigns with mobile share of impressions > 68% (median); 25 lift studies across all industries from 5/15/2015 to 8/26/2015 with at least 2 weeks of data and positive and significant incremental conversion events, only Facebook campaigns that included the Facebook conversion pixel

Percentage of incremental revenue caused by Facebook ads not captured by 24-hour click models

Last click attribution undermines how well your ads are working

54%

H I G H E R M O B I L E A D S P E N D

22%

L O W E R M O B I L E A D S P E N D

People based measurement

Measurement partners

Thank you

Measurement partnersAppendix: 28 partners